Although the passage explains some reasons about why the implementation of an ecocertification in wood companies might won’t be attractive to customers the transcript tries to convince that certifications into wood companies can actually be affordable. First, he agrees that Americans do not pay attention to advertisements but he explain that a option might be independent agencies because people and customers trust them. Second, it is true that a certification is expensive, and people who’d like to buy wood with a certified company will have to pay more money for that product. But if the there isn’t a significant difference between a certified product and other that is not certified, perhaps 5%, people might prefer the certified product because Americans are worried about environment problems as well. At last but not least, eventually foreign companies with certified wood can export his product to US and is probably that people acquire their product in spite of American non certified wood.